How to Improve Your Web Site’s ROI

What is your Web site’s ROI?  When was the last time you heard anyone ask that question? CFOs are demanding (and marketers are scrambling for) a clear definition of social media return on investment.  But Web sites have become so much an assumed part of doing business today that the question never seems to come…

7 Simple Tips for Social Media Success

1.  Remember these platforms are called social media.  Your tweets, your posts, your comments, etc. should not all be about you.  Be generous with your re-tweets and re-posts.  Flagrant ego-thumping and blatant sales pitches may get you attention; but it will not be the kind of attention you want.  2.  Understand what the various social…

User-Friendly Marketing

User-Friendly Marketing We all know that a key to technology success is user-friendliness.  Consumer hardware is “plug and play.”  And software – both consumer and B2B – should require no particular expertise from the end-user.  Gone are the days when you needed a 500 page manual on your desk in order to be able to…

The Promise of Social Media and the Myth of Tantalus

The Promise of Social Media and the Myth of Tantalus In Greek mythology, Tantalus was cursed by the gods with an unquenchable thirst.  He was chained to a rock in the middle of a river; and each time he bent down to drink, the river would recede. This is where the word “tantalize” comes from.…

Marketing Knowledge/Marketing Wisdom

Marketing Knowledge/Marketing Wisdom I have a friend, Peter Shimon, who defines knowledge as knowing that a tomato is a fruit – and wisdom as knowing not to put it in a fruit salad. I suspect that a similar analogy can be made for marketing. We are all busy acquiring knowledge – in social media marketing,…

Messaging Management or Cognitive Dissonance?

Messaging Management or Cognitive Dissonance? In dictionary terms, mixed messages are when someone is getting different opinions or answers from the same source. In psychological terms, this causes “cognitive dissonance,” the feeling of discomfort that comes from holding two (or more) conflicting views. This is a concept that marketers and brand managers ignore at their…

A Beginner’s Guide to Marketing Jargon

A Beginner’s Guide to Marketing Jargon Every field develops its own arcane language.  This usually starts as a shorthand to make it easier for those in the field to communicate economically and efficiently.  Inevitably, however, the shorthand acquires a life of its own.  It becomes a way to separate the “professionals” from the “non-professionals,” those…

Literacy as a Competitive Advantage

Literacy as a Competitive Advantage I was reading an article by Charlie Adams called Will the Internet Make Grammar Obsolete. He is absolutely incensed at the lack of literacy on the Internet. His contention is that sloppy grammar, misspelling, and Internet abbreviations are so pervasive today that the new normal is standards that are so…

“Content Management”

“Content Management” At what point did marketing become so enamored with jargon that we started to create whole new fields and sub-specialties based on it? When did speaking to customers and prospects – in whatever forum or fashion – become “content creation”? We now have blogs, articles, Webinars, discussions, and consultants telling us how to…

Marketing A Service

Marketing a Service We are told that we live in a service economy. More economic activity revolves around services than around buying and selling goods. But a service is a strange thing. You can’t feel it, see it, or taste it. And you can’t transfer ownership of it. So how do you sell it? Well,…